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Tips for Online Success

What makes an organization stand out on the Web? A list of The 59 Smartest Orgs Online compiled by a partnership of tech-savvy organizations – Squidoo, NetSquared and GetActive – provides valuable tips and ideas to improve a nonprofit’s online presence.

These 59 “smartest” organizations all use Web tools in creative ways to promote their messages, support their missions and help them reach their goals.

Below are a few key lessons from these smart Web sites:

• Storytelling is integral to any communications strategy. All of the organizations on this list succeed – in different ways – at incorporating narrative into their Web sites to engage their audiences. Kiva, an organization that links donors with entrepreneurs in the developing world, relies on the entrepreneurs to relay the organization’s story through a series of online profiles.

• Interactive features increase visitor engagement. Creating online interaction through the use of tools like blogs, easy links to donate, social networking pages (e.g., MySpace), viral videos, and Flickr.com slideshows give visitors a sense of an organization’s day-to-day work, and also solicit action. For example, the Natural Resources Defense Council offers an interactive Google Earth map tour of endangered regions on one of its project sites.

• Choice translates to action. Web sites that offer visitors multiple opportunities to take action are more likely to successfully engage those visitors. Greenpeace offers online games, live videos from Greenpeace ships, campaign links, discussion forums, updated news reports, and even cell phone ringtones. These choices keep the visitors engaged and increase the likelihood that they will make a donation, volunteer for a future activity, become a member or otherwise participate with the organization.

• Follow up should be creative and ongoing. Smart organizations keep visitors engaged after their initial Web site visit. Online newsletters that list upcoming events and an RSS feed that alerts members of new content on the site are two ways to keep members and friends up to date and involved. By signing up with Oxfam America, visitors receive a monthly newsletter and updates on campaigns and humanitarian crises.

Check out some of these Web-savvy organizations for yourself and learn how to improve your organization’s Internet outreach today!